87% of Women Experience Hair Changes During Menopause

Menopause may finally be part of the wider cultural conversation, but the way it affects women’s hair — and the emotional toll that comes with it — is still hugely underestimated. New findings from Schwarzkopf and GenM, drawn from a survey of 1,043 menopausal women aged 45–55, show just how much this life stage can reshape the relationship women have with their hair.

According to the study, most women (87%) say their hair has changed since entering menopause, and almost all (97%) still see their hair as a core part of their identity. Thinning (35%), loss (32%), reduced shine (30%), brittleness (26%), and frizz (24%) are among the most common shifts. And it isn’t just physical. Many report feeling less confident (34%), sad (30%), frustrated (30%), anxious, or self-conscious (both 29%).

These changes are felt far beyond appearance. More than half (55%) say menopause has altered how they see themselves, and nearly half (48%) feel they’re losing a part of who they once were.

Luckily the story isn’t solely one of loss. A growing sense of strength is emerging, too. Despite the challenges, 41% feel more connected to a new version of themselves, 39% say they feel more powerful and unapologetic, and 56% see menopause as a moment to redefine what beauty means to them. Many are already exploring that shift, whether through trying new hairstyles (53%) or switching up their colour (51%).

Alongside the new research, Schwarzkopf has announced its bestselling Oleo Intense is now MTick certified. The formula — powered by the brand’s proprietary HaptIQ Bonding System, which forms a protective layer inside the fibre and delivers up to 90% less breakage — is designed to support hair vitality during and after menopause, when changes in hormone levels can affect strength, density, shine, and texture. The MTick accreditation helps signpost products that genuinely meet menopausal needs across the 48 recognised symptoms, making the category easier to navigate.

“This is a life stage all women will experience, and there’s a clear need for more conversation, education, and awareness about its emotional impact,” explains Konceta Gjini, Head of Marketing (Colouration) for Schwarzkopf. “That’s why the MTick certification for Schwarzkopf Oleo Intense and our campaign and partnership with GenM is crucial as we aim to reshape this narrative with honesty, empathy, and strength. Together, we want to create a space where women feel seen, supported, and celebrated, empowering them to step into this new chapter with confidence, self-assurance, and an unapologetic sense of self.”

For GenM, the accreditation represents vital visibility. CEO and Co-Founder Heather Jackson says: “Many women are blindsided by the changes menopause can bring, which can impact their confidence and sense of self. I experienced hair changes during my own menopause journey, and like many others didn’t know where to turn or didn’t have the choice of products that could help. Education, visibility and choice are an essential part of support through menopause, so that women can regain their confidence and thrive in this life stage. Our GenM Visibility Report shows that 87% of menopausal women feel overlooked by brands, and this partnership and MTick certification of Schwarzkopf Oleo Intense reinforces our commitment to empowering women to make choices that help them manage their menopause, their way.”

Schwarzkopf Oleo Intense is available in the UK at Boots, Superdrug, and amazon.com for £8.00. In the US, it’s stocked on amazon.com, where it retails for $14.98.